Abstract
This research is built on previous works on regulatory focus theory and customer satisfaction to address three questions: (1) Is customer loyalty differently affected by different shopping goals? (2) Do shopping goals influence post consumption feelings? (3) How do post consumption feelings influence customer loyalty? We have found that the promotion goal in21uences customer loyalty while the prevention goal does not. Those with promotion goals are motivated to deliver their own feelings to others more actively. We have also found that hedonic individuals with prevention goals show stronger feelings of delight than utilitarian individuals with prevention goals.
Our findings suggest significant implications for salespeople in developing effective sales strategies. For example, salespeople may increase hedonic customers’ loyalty by emphasizing products’ design or style. Salespeople may also increase utilitarian customers’ loyalty by focusing on products’ values such as coupon or special price discount.
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Kyoung-won Park is the Ph.D. Candidate of Soongsil University. He is working for Samsung Electronics Co., LTD.. He majored Mass Communication at Korea University and received an MIM (Master of International Management) degree at Thunderbird (American Graduate School of International Management) and MARE (Master of Arts in Real Estate & Urban Analysis) degree at the University of Florida.
Ju-Young Park is an associate professor of Soongsil University. He majored Business Administration at Hankuk University of Foreign Studies and received an MBA degree at the University of Florida and Ph.D. at the University of Nebraska-Lincoln.
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Park, Kw., Park, JY. The role of shopping goals on customer loyalty. J Serv Sci 1, 191–210 (2009). https://doi.org/10.1007/s12927-009-0009-8
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DOI: https://doi.org/10.1007/s12927-009-0009-8